innova directivos nuevas claves_mk_06_05_10
TRANSCRIPT
![Page 1: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/1.jpg)
La transformación del Marketingtradicional: las clavesdel nuevo marketing
Manuel Álvarez de la Gala
(Strategy Manager MPG)
Madrid, 6 de mayo 2010
![Page 2: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/2.jpg)
![Page 3: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/3.jpg)
![Page 4: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/4.jpg)
![Page 5: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/5.jpg)
![Page 6: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/6.jpg)
![Page 7: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/7.jpg)
![Page 8: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/8.jpg)
![Page 9: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/9.jpg)
![Page 10: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/10.jpg)
e-Price
e-Promotione-Placement
e-Product
![Page 11: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/11.jpg)
![Page 12: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/12.jpg)
e-People : Dimensión Social
![Page 13: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/13.jpg)
e-People : Dimensión Social
![Page 14: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/14.jpg)
![Page 15: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/15.jpg)
2009: Catalizador del Cambio…
La ruptura del Status Quo
![Page 16: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/16.jpg)
e-marketing 2.0
![Page 17: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/17.jpg)
marketing
Nuevo
![Page 18: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/18.jpg)
![Page 19: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/19.jpg)
CONSUMIDORMEDIOS /
PUNTOS DE CONTACTO
![Page 20: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/20.jpg)
¿Qué quiere el
consumidor?
![Page 21: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/21.jpg)
![Page 22: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/22.jpg)
Inventan
nuevos lenguajes
(sms, messenger)
![Page 23: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/23.jpg)
Hiper -conectados
![Page 24: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/24.jpg)
Despreocupadospor su intimidad (blogs,
redes sociales)
![Page 25: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/25.jpg)
Multitasking
![Page 26: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/26.jpg)
Quieren VoDy lo buscan en
Emule o similares
![Page 27: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/27.jpg)
CO
MU
NIC
AC
IÓN
UN
IDIR
ECC
ION
AL
CO
MU
NIC
AC
IÓN
BID
EREC
CIO
NA
L
EXP
ERIE
NC
IA
VIR
ALI
DA
D /
WO
M
CONSUMIDORRELEVANCIA
![Page 28: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/28.jpg)
![Page 29: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/29.jpg)
28,6%
![Page 30: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/30.jpg)
25% CreatorPublicar, subir, crear, mantener,
actualizar
37% Critic/ JoinerPostear, comentar, contribuir,
votar, visitar blog/redes sociales
27% MainstreamDescargar, escuchar, operar, ver
11% BasicEnviar, buscar, leer
Gra
do
de
in
volu
cra
ció
nc
on
el
me
dio
-
+
![Page 31: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/31.jpg)
25% Creator
37% Critic/ Joiner
27% Mainstream
11% BasicGra
do
de
in
volu
cra
ció
nc
on
el
me
dio
-
+ 16-34
25-44
35-54
45-64
EDAD MOTIVACIÓN
entretenimiento
entretenimiento
profesional
familiar
HRS/SEM
20
17.7
17.3
16.9
![Page 32: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/32.jpg)
CONSUMIDORMEDIOS /
PUNTOS DE CONTACTO
RELEVANCIA
![Page 33: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/33.jpg)
¿Qué quiere el
anunciante?
![Page 34: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/34.jpg)
![Page 35: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/35.jpg)
CONOCIMIENTO ACTITUD COMPORTAMIENTO
GRP CT%
![Page 36: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/36.jpg)
CONSUMIDOR MARCASMEDIOS /
PUNTOS DE CONTACTO
RELEVANCIA RENTABILIDAD
REINVENTARSE EN UN MODELO SOSTENIBLE
![Page 37: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/37.jpg)
![Page 38: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/38.jpg)
![Page 39: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/39.jpg)
¿Hacia
dóndevan los
medios?
![Page 40: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/40.jpg)
Convergencia Digital
Contenido/Servicios 24x7
MASS MEDIA
![Page 41: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/41.jpg)
El se hace
![Page 42: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/42.jpg)
![Page 43: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/43.jpg)
![Page 44: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/44.jpg)
![Page 45: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/45.jpg)
La se hace
![Page 46: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/46.jpg)
![Page 47: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/47.jpg)
![Page 48: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/48.jpg)
El se hace
![Page 49: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/49.jpg)
![Page 50: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/50.jpg)
La se hace
![Page 51: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/51.jpg)
![Page 52: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/52.jpg)
![Page 53: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/53.jpg)
El se hace
![Page 54: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/54.jpg)
![Page 55: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/55.jpg)
Aparecen nuevos Dispositivos
![Page 56: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/56.jpg)
![Page 57: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/57.jpg)
![Page 58: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/58.jpg)
La ExperienciaAudiovisual en
3D marca un nuevo camino
![Page 59: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/59.jpg)
![Page 60: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/60.jpg)
![Page 61: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/61.jpg)
![Page 62: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/62.jpg)
![Page 63: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/63.jpg)
La Realidad Aumentada una
nueva experiencia
![Page 64: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/64.jpg)
![Page 65: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/65.jpg)
La 3D + Realidad Aumentada nos
lleva al 4D
![Page 66: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/66.jpg)
La informacióncuando
donde y comoquieras
![Page 67: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/67.jpg)
Toda la
informaciónreside en la “nube”
![Page 68: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/68.jpg)
![Page 69: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/69.jpg)
![Page 70: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/70.jpg)
1.0
2.0
Convergencia Digital
Evolución Plataformas
Información + democrática
MASS MEDIA
SOCIAL MEDIA
Contenido/Servicios 24x7
![Page 71: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/71.jpg)
![Page 72: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/72.jpg)
¿Qué son los Medios Sociales?
• Son entornos digitales (PC, Móvil y TV) que a través de Internetpermiten a los usuarios participar e interrelacionarse entre ellos.
• Se clasifican principalmente en tres tipologías.
• Plataformas de Conexión: Facebook (12MM), Tuenti (7MM) y LinkedIn (1,5MM)
• Plataformas de Contenido: Youtube (14MM y Flickr (2,5MM)
• Plataformas de Blogging: Bloggers (1MM) , Twitter (2MM)
![Page 73: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/73.jpg)
![Page 74: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/74.jpg)
![Page 75: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/75.jpg)
![Page 76: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/76.jpg)
![Page 77: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/77.jpg)
![Page 78: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/78.jpg)
1.0
2.0
Convergencia Digital
Evolución Plataformas
Información + democrática
MASS MEDIA
SOCIAL MEDIA
Contenido/Servicios 24x7
![Page 79: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/79.jpg)
La gestión de la publicidad
también se hace 2.0
![Page 80: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/80.jpg)
![Page 81: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/81.jpg)
![Page 82: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/82.jpg)
![Page 83: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/83.jpg)
¿Segmentación por estado anímico?
![Page 84: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/84.jpg)
![Page 85: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/85.jpg)
1.0
2.0
3.0
Convergencia Digital
Evolución Plataformas
Información + democrática
Contenido/Servicios 24x7
MASS MEDIA
SOCIAL MEDIA
![Page 86: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/86.jpg)
![Page 87: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/87.jpg)
MASS MEDIA: VISIBILIDAD
SOCIAL MEDIA : CONVERSACIÓN
LA ERA DE LA IMAGINACIÓN
![Page 88: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/88.jpg)
Relacional
Relevancia
Rentabilidad
Responsabilidad
Las nuevas 4 R´s del Marketing
![Page 89: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/89.jpg)
Mensajes Clave
• Ruptura de Status Quo = Transformación
• Desaparecen los límites de las industrias y aparecen nuevos
mercados
• Media = Nuevo equilibrio Consumidor/Media/Anunciante
• Futuro Media = Convergencia (24/7) + Democratización (SM)
• Nuevo Marketing = Consumering (4p) + People – Freemium
• 4 R Marketing = Relevancia, ROI , Relacional , Responsabilidad
• Innovación = Supervivencia
![Page 90: Innova Directivos nuevas claves_mk_06_05_10](https://reader033.vdocument.in/reader033/viewer/2022052909/5596ccdb1a28ab05338b474e/html5/thumbnails/90.jpg)
Bienvenidos al nuevo paradigma
del Marketing